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Chapter 18 Visual Merchandising

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Presentation on theme: "Chapter 18 Visual Merchandising"— Presentation transcript:

1 Chapter 18 Visual Merchandising
Marketing 1B Spring Semester 2006 LaValley

2 A Vegas Show... Nelson Sports, LLC 2005








10 Table of Contents Display features What is Visual Merchandising?
Elements of Visual Merchandising Storefront Store Layout Store Interior Interior Displays

11 Table of Contents Continued…
Artistic Design Display and Design Preparation Selecting Merchandise Selecting Display Choosing a setting Manipulating Artistic Elements Evaluating displays Display Maintenance

12 What is Visual Merchandising?
Definition The coordination of all types of physical elements in a place of business that are used to project the right image to its customers

13 The Right Image Invites interest in the merchandise …come hither….
Encourages purchasing Makes the customer feel good about where he or she is doing business Creates a vision of the organization Draws in the customer

14 A Successful Business…
Creates the following.. Distinct Clear Consistent image ALL FOR THEIR CUSTOMERS!! A good image sets a business apart from the competition.

15 Image is…. A blend of the following Store characteristics Location
Products Prices Advertising Public relations Personal selling

16 highlight what sets the
Image should highlight what sets the the business apart from from the competition!

17 Visual Merchandise Where is it used?? Manufacturers’ showrooms
Weathershield Trade Shows SHOT Show, Las Vegas Conventions ATA, Indianapolis

18 Visual Merchandise continued…
Involves the visual and artistic aspects of the entire business environment Visual Merchandising and displays are NOT the same thing!! Display is the visual and artistic aspects of presenting a product to a TARGET group of customers.

19 Increase in VM…why?? Growth of “self-service”, “superstores”, and “box stores” Walmart Little personal selling Products MUST sell themselves!

20 Example… Box Stores Develop GIANT signs Graphics Banners
Usually to a DESIGNATED part of the store.

21 Elements of Visual Merchandising
Create a positive shopping experience Make your customers want to return!

22 Key Store Elements Store front Store layout Store interior
Interior display

23 Store Front The total exterior of a business Store fronts include…
Store’s sign Marquee Outdoor lighting Banners Planters Awnings Windows The building itself!

24 How important is the store front??
VERY IMPORTANT!!! This projects the image of the store

25 Signs First impressions Make a statement! Original
Easily recognizable Letters, building materials, colors are used to help create the stores image Designed to attract attention

26 Marquee Architectural canopy More prominence
Extends over a store’s entrance More prominence Think…Bloomingdales, Saks, movie theaters..

27 Entrances Customer convenience Store security How many entrances?
Types of entrances Revolving Push-pull Electronic Climate controlled

28 Window Displays Display windows Attract attention Two different kinds
Begin the selling process before the customer walks in the store! Attract attention Suggesting type of merchandise and atmosphere of the store Two different kinds Promotional display Institutional display

29 Promotional Displays Promote the sale of one product, a line of related products, or a variety of products How do they do that!? Emphasize a theme Promote storewide events

30 Institutional Displays
Promote the store (instead of the product) Image Focus on public causes, worthy ideas, or community organizations Show the business is interested in the community

31 Store Layout The way store floor space is used to facilitate and promote sales Best serve the customer Four different kinds of space Selling space Merchandising space Personnel space Customer space

32 Store Interior After general placement of merchandise is established, visual merchandising is decided. Selection of floor and wall coverings, lighting, colors, store fixtures EX: Supermarkets vs. Specialty stores

33 Store Interior continued…
Colors Bright colors vs. pastels Fixtures What kind?? Permanent or movable What about walls?? What image do you want to project? Walmart vs. Specialty shop

34 Store Interior continued…
Store aisles Width…different widths create different images Merchandise Size, variety, and quality of the merchandise Brand names vs. Generic

35 Interior Displays Displays generate ONE out of every FOUR sales!!
If done well…customers make a selection without assistance! Five types Closed displays Open displays Architectural displays Point-of-purchase displays Store decorations

36 Interior Displays continued…
Architectural displays Model rooms Store decorations Seasonal or holiday displays Open displays Allow customers to handle the merchandise Closed displays See but don’t touch! Point-of-Purchase displays Impulse buying!

37 Interior Displays continued…
ID’s use fixtures and props to showcase merchandise Create a clean and organized visual display Group merchandise by type Most stores are a combination of all display types Displays compliment each other, and create a positive buying experience.

38 Interior Props Two different kinds Functional Props Decorative
Background scenery used to indicate a season Create an interesting setting Functional Props Items for holding merchandise EX: Mannequins and shirt forms.

39 Artistic Design Display Design and Preparation
FACT: Displays have three to eight SECONDS to attract a customer’s attention, create a desire, and sell a product.

40 Display and Design Preparation
Involves the following five steps: Selecting Merchandise for display Selecting the display Choosing a setting Manipulating Artistic Elements Evaluating completed displays

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